Marion has talked to you about the form of the pitch.
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I am Pierre Morsa, Creative Director for
Ideas on Stage,
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and I want to talk to you about the content.
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The form and content are inextricably linked.
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So, what should you put in your
pitch?
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Above all, never forget that your
pitch should be adapted
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to the audience you are targeting.
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A client pitch will be different from a
pitch that you do for
investors.
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As we have just mentioned, the form and the content
are linked.
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By way of illustration, Marion has talked to you about
the importance of getting off to a good start.
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OK, let's start with an
irresistible tagline.
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Remember what we saw
previously.
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Your audience is not going to hear just one pitch,
or two pitches.
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They will be listening to dozens.
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Why would they remember yours?
Having
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an irresistible tagline is the
best way of ensuring that they will
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remember you.
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Once you have prepared your
tagline, present the team.
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What makes your project a success?
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The product?
Quite a lot of companies
exist even though they still
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do not have a product.
The only thing
that is indispensable for creating
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your project, is you.
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It’s your team.
By putting a face
to your project you
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make it more human and you make
the audience want to believe
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in your project.
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Once you have presented your
team, you will then present
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the problem or the need which you
are going to address.
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A great way to present this
need is to explain
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how you got the idea for your
product.
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Tell the story of how you got the
idea for creating your product.
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Don’t be the project with the wonderful
product nobody needs.
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Once you have presented the
need which you have identified, you will then present
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the solution - your product.
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There are two ways to present a
product: the dull and boring way
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or the exciting way.
It’s really
easy to be dull.
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Just spend your time describing the
features of your product.
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Making it exciting involves
more subtlety.
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Present the benefits of the product
so that the user
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will feel that these benefits are relevant to him.
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A product is not just about
the benefits, it’s not just a
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physical product or a virtual product.
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It must be more than that.
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The product must have a magic.
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So, what do we mean by magic
?
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In a world where a new product is
invented every minute,
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our product must offer something more.
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The magic, that’s the ingredient that will
differentiate us from rival
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products, and which will create
an emotional and spiritual attachment
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to the product.
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Let’s take the example of
car manufacturers.
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The emotional aspect is important in order to
differentiate oneself from the competition:
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the joy of driving, the freedom, the
family aspect.
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But the spiritual side is even more
important.
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A good car will help its
driver to achieve, to show
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that he’s the boss of a company, a top
manager, a social entrepreneur,
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the father of a family...a magical product will
take all of that into account.
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You’ve just done the most important thing,
which is to make the audience
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want to believe in your product.
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But you still have a few steps to take
before your pitch is finished.
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First of all, you will need to set out what
your market is.
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You have presented a product or have
made it appear irresistible.
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You need to provide a few more concrete
elements.
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By the market we mean those whom your product
is targeted at.
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Remember the difference between
clients and beneficiaries,
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both are important.
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Then you will outline
who are the other players in your area of activity.
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There’s only one kind of market in which
there is no-one else involved,
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that’s a market that doesn’t exist.
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And it is important that you know
the other stakeholders, the solutions
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which others may have found
for the issues that matter to you.
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That adds credibility to your
message and so is very important
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for your investors.
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Next, how are you going to sell your
product or service?
What
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is your business model?
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You saw it in chapters 5 and
6, now you have to
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explain it in very simple terms.
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If you can’t explain
that on a single slide,
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it must be too complicated.
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And now, let’s get to the
most important point, which is
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the call to action.
If you have time,
you can summarise
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the key points of your presentation,
but don’t forget
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what we said in our first
section: the ultimate aim
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of a presentation is not
just to inform, not
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just to inspire - the aim is to
make the audience take action.
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Finally, one more little thing:
the vision.
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Having a pitch is fine, but
your pitch shouldn’t just show
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your product, it should also show
that you have a clear vision
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of where you want to get to with
your entrepreneurs
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for change project.